Arizona weekly citizen., 1887-06-04
TIE "CURE-ALL7 TRADE.
FORTUNES MADE BY SUBSTITUTING NEW NAMES FOR COMMON THINGS.

The Public Like to be Humbugget-A Catching Title for simple Drus-Tho Road to Success Lies Through Much Advertising.
 People in the country cln look back tO the time when the quack doctor visited their towns and villages and eNpatilted upon the blood purify Es qualities of sarSI- rar.ua from his buggy In the street He offered a dccUctiou 0f it cheap in a bottle, OF sold the root itself with instructions how Co treat it. Slrsaparilla was found Co be Of service. and it became, and has remained. fIyurite medicine in one form or another. and indeed is found in every saloon as a regular beverage. Only some ten years back gentleman from Califur- nil with winnings from tlc gambling table advertised broadly 90 specific cure Go relieve thc physical E.g-s for which s.r,aparilla hsl been sU -,yuyrally adopted Ic gave it high sounding name. pul- !. he'd testimonial, g, Go its virtue. gave it away Co the druELists Uu condition that they -huulI not sell iJ uu..gr certain price. and iu this way C-r-te.l go demand for it. The people W.o tried .t as 30 mc,.i- ..u. we're satisfied WitI it, results. and it .s now a busiuc>- paying q handsome revenue.
 LIKE TO BE uUMECGGED.
 Now. if you happened Co he a chemist af some rc0utc. alI trUthfully told the Tuh-c that this med cine was only sarsa- pa-illa. and they c0uld get as much for ton cent, as there wgs in this dollar bottle with the new fauglei name, would they Le thankful. Not at all. They would -Lrug the.r shoulders and say Perhaps. Because the public like Co he lmbug-ed. That all that it is. No lawyer could make out charge of swinLliug in the case mentioned. He does not sell some thin. for -1r~uparilla which is an inferior druS. He simply takes as his mOJ-1: ...-lrsapar.lll by any other name wOUld lc as good, and pay better. lt is tEe uaIle Lc cuIeavgrS tO manufacture, aDI often il i- a costly Irucr-s. The public buys and pIys for the ua1Ie. and there Is no false prctcnse about it
 .-WorIs are w1~ls anu things are thin-s The question i- the connection between tn- wurI and what it expresses. ''
 This b the thought upon which lir. Sar- cey hls made an excellent book. SO f-r as it applis, Go such goods as depend upon llr-c adyCrtisia-. it i- a thought that must have struck many people. There arc many compounds il @ drug store that aru in uO very strict accord with the labels they bear.
 .'But the point is this" said drug gist who has been on Broadway for many years. --t-- people have Co pay su much for adyrT, sing Tle cousuL-ers pay it all iu the end. of course. For instance, quite number of tese patented articles are of simple ingredients. and very few of them. There are % lr- of old-fashioned remedies in general use since our great grluLmUthcrs time The manufacturer takes one of these. whether it be riu- barb OF selma or friar's lalSam, or what not. and he decides on a catching title flg it This title he adyertisCs every where JIt.l people begin t1 try the goods.
 ADVERTISING Is THE THING.
 'In many instances they grow to have faith in them X lady came in here Toe day and purchased a dollar remedy largely advertised. My next customer m--ht have been one who asked for the very same drug by its common name, and he woulI have been supplied with it for ten cents. No. We don't make any large profits on this patent business, because We have to keep such varied stock, and if the goods have not a ready sale, We are likely Co lI>e.
 Take it that the drug costs ten cents only. Here Is a deut.friCe, for instance That is simply Crut0u water with a little alcohol, dash of color and a little per fume. very little else. But there the pretty bottle. the engraved label. The man ! ner in which iJ is pat up. This will bring up the cost Go about thirteen cents. You | may put Ol all tle way from ten Go forty ! cents a bottle for advertising. and then it l is sold wholesale for fifty OF sixty cents. l T. is the advert inS that Cu-t- the money. The best remedy in the world would be of ! no use without it
 "The name |, @ great thing. No mat ter if it Iclr- any reference Co the article l or not, ii it i attractive aul catching Of ! course a man does occasionally spend | SJ1OJO or even Si01GIu ia advertising and his article loe~ not take. bat very rarely N.-h sufficient Edytrt.>.ur you can . sell anything. The Pltelr medicine Lu~i- . ness k a bu>.uy-- ot glycr,i~iuImI-e than . cf scientific discovery C- uauuilctUr. ! In it Che clp.tali-t places all his funds and l. all Eis hopes. The ruul,r Ut fortunes it ! LIs made. from Holloway Uu, are cuoC-h 1 Co i'll prescription book. New York Star